Fanta Strawberry Declared World Tested and Ready for Canada
Canadians, your wait is over. After decades of “testing” in countries around the world, Fanta Strawberry has finally arrived on Canadian shelves, and it’s been declared World-Tested-Ready-For-Canada.
A new campaign from Fanta and WPP’s Open X, led by VML (VML) flips Canada’s famously late-to-the-party reputation on its head, reframing the drink’s global popularity as an elaborate, decades-long beta test. First launched abroad in 1962, Fanta Strawberry has been enjoyed everywhere from Mexico to Morocco, US to UK and Japan to the Philippines, and now — after years of “research” — is ready for Canadian taste buds.
The campaign hinged on partnering with a niche group of Canadian influencers who first tasted a version of Fanta Strawberry abroad. Each received a tongue-in-cheek “thank you” package from the fictional Office of the Fanta World-Tested-Ready-For-Canada Program, recognising their role in “perfecting” the drink for Canada.
Take a look at influencer content from this campaign here:
“Canada is often the last stop for global product launches, and we wanted to embrace that with Fanta’s larger-than-life humour,” said Jake Hope, group creative director at VML. “By reframing the wait as a global taste test, we turned a delay into a badge of honour.”
Since launching last week, fans have been sharing their own Fanta Strawberry experiences. Fanta has responded with personalised brand responses.
“Fanta is a fun, bold and edgy brand offering delicious flavours and that’s why Canadian love us,” said Jacques Blanchet, director of integrated marketing for Coca-Cola Canada. “It’s no secret that Canada is often late to the party when it comes to new products, releases and tours. The idea lets us lean into our playful side and have a little fun. It’s the kind of creativity that reminds people why Fanta is more than just a drink — it’s a flavourful good time in a bottle or a can.”
The World Tested campaign is the latest in Fanta’s efforts to take unique approaches to connect with young Canadians. This time, using well-known influencers as messengers to tell the story using real anecdotes and testimonials.
The campaign, which is running in English and French Canada, is in the market until late September. Creative by WPP’s Open X, led by VML Vancouver & Montreal, influencer relations handled by VML and media managed by Publicis.
